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What Is FedRAMP, and Why Is It So Important?
Almost every time you use a computer – or any other device connected to the Internet – you rely on some kind of cloud-based service or data storage provider. That creates huge ease of use and convenience. But that convenience comes with concerns about data security.
For government agencies using cloud-based services, data breaches can impact everything from citizen safety to national security. For those trusted with our most important and personal data, security is a very big deal.
That’s why the U.S. government requires all cloud services used by federal agencies to meet a meticulous set of security standards known as FedRAMP.
So: What is FedRAMP, and what does it entail? You’re in the right place to find out
Bonus: Read the step-by-step social media strategy guide with pro tips on how to grow your social media presence.
What is FedRAMP?
FedRAMP stands for the “Federal Risk and Authorization Management Program.” It’s a set of regulations that standardizes cloud products and services used by U.S. federal agencies through:
- security assessment
- authorization
- monitoring
The goal is to protect federal data in the cloud.
Getting FedRAMP authorization is serious business. The FedRAMP Authorization Act was signed into law in December 2022. It was part of the FY23 National Defense Authorization Act.
There are 27 applicable laws and regulations involved in FedRAMP. Plus another 26 standards and guidance documents. It’s one of the most rigorous cloud service certifications in the world.
FedRAMP has been around since 2011. That’s when cloud technologies really began to replace outdated tethered software solutions. It was born from the U.S. government’s “Cloud First” strategy. That strategy required agencies to look at cloud-based solutions as a first choice.
Before FedRAMP, cloud service providers had to prepare an authorization package for each agency they wanted to work with. The requirements were not consistent, and there was a lot of duplicate effort for both providers and agencies. FedRAMP introduced consistency and streamlined the process.
Now, FedRAMP requirements and evaluations are standardized. And other government agencies can reuse the provider’s initial FedRAMP authorization security package.
At first, FedRAMP uptake was slow. FedRAMP only authorized 20 cloud service offerings in its first four years. But the pace has picked up since 2021. There are now 317 FedRAMP authorized cloud service offerings. (Spoiler: Hootsuite is one of them!)
Source: FedRAMP
FedRAMP is controlled by the FedRAMP Board. The board members are the Chief Information Officers of:
- the Department of Homeland Security
- the General Services Administration, and
- the Department of Defense.
Why is a FedRAMP certification important?
All cloud services holding federal data must have FedRAMP authorization. If you want to work with the federal government, FedRAMP authorization is an important part of your security plan.
FedRAMP ensures consistency in the security of the government’s cloud services. Further, it ensures consistency in evaluating and monitoring that security. It provides one set of standards for all government agencies and all cloud providers.
FedRAMP lists cloud service providers that are FedRAMP authorized in the FedRAMP Marketplace. This marketplace is where government agencies go to source a new cloud-based solution. It’s much easier for an agency to use a product that’s already authorized than to start the process with a new vendor.
So, a listing in the FedRAMP marketplace makes you much more likely to get more business from government agencies. But it can also improve your profile in the private sector.
That’s because the FedRAMP marketplace is visible to the public. Any private sector company can scroll through the list of FedRAMP authorized solutions. It’s a great resource when they’re looking to source a secure cloud product or service.
FedRAMP authorization can make any client more confident about a provider’s security protocols. It represents an ongoing commitment to meeting the highest security standards.
FedRAMP authorization boosts your security credibility beyond the FedRAMP Marketplace, too. You can share your FedRAMP authorization on social media and on your website.
The truth is that most of your clients probably don’t know what FedRAMP is. They don’t care whether you’re authorized or not. But for those large clients who do understand FedRAMP requirements – in both the public and private sectors – lack of authorization may be a deal-breaker.
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What does it take to be FedRAMP certified?
There are two different ways to become FedRAMP authorized. Both methods have three main stages:
- Preparation
- Authorization
- Monitoring
1. Joint Authorization Board (JAB) Provisional Authority to Operate
The FedRAMP Board, acting as the JAB, prioritizes approximately 12 cloud service offerings per year through a process called FedRAMP Connect. They announce the selection timeframes throughout the year on the FedRAMP blog.
Here’s a visual overview of the JAB process:
Source: FedRAMP
If you want to work with the JAB, start by reviewing the JAB Prioritization Criteria and Guidance document.
2. Agency Authority to Operate
In this process, the cloud services provider establishes a relationship with a specific federal agency. That agency stays involved throughout the process. If the process is successful, the agency issues an Authority to Operate.
Source: FedRAMP
If you want to pursue agency authorization, the recommended first step is to partner with a recognized third-party assessment organization to create a Readiness Assessment Report. You can find a list of recognized assessors in the FedRAMP Marketplace.
Next, you need to formalize your relationship with a government agency. They will be your partner throughout the FedRAMP certification process. When you’re ready, begin the process by completing a Cloud Services Provider Information Form.
Preparing for FedRAMP Authorization
The process of achieving FedRAMP authorization can be tough. But it’s in the best interest of everyone involved for cloud service providers to succeed once they start the authorization process.
To help, FedRAMP interviewed several small businesses and start-ups about lessons learned during authorization. Here are their seven best tips for successfully navigating the authorization process:
- Understand how your product maps to FedRAMP – including a gap analysis.
- Get organizational buy-in and commitment – including from the executive team and technical teams.
- Find an agency partner – one that is using your product or is committed to doing so.
- Spend time accurately defining your boundary. That includes:
- internal components
- connections to external services, and
- the flow of information and metadata.
- Think of FedRAMP as a continuous program, rather than a project with start and end dates. Services must be continuously monitored and updated.
- Carefully consider your authorization approach. Multiple products may require multiple authorizations.
- Use the FedRAMP Project Management Office (PMO) as a resource. They can answer technical questions and help you plan your strategy.
FedRAMP also offers templates to help cloud service providers prepare for FedRAMP compliance.
Bonus: Read the step-by-step social media strategy guide with pro tips on how to grow your social media presence.
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How do you stay FedRAMP compliant?
To stay FedRAMP compliant, you first need to understand the different impact levels and baselines.
FedRAMP offers three impact levels for services with different kinds of risk. They’re based on the potential impacts of a security breach in three different areas.
- Confidentiality: Protections for privacy and proprietary information.
- Integrity: Protections against modification or destruction of information.
- Availability: Timely and reliable access to data.
The impact levels are:
- High, based on 410 controls. “The loss of confidentiality, integrity, or availability could be expected to have a severe or catastrophic adverse effect on organizational operations, organizational assets, or individuals.” This usually applies to law enforcement, emergency services, financial, and health systems.
- Moderate, based on 323 controls. “The loss of confidentiality, integrity, and availability would result in serious adverse effect on an agency’s operations, assets, or individuals.”
- Low, based on 156 controls. “The loss of confidentiality, integrity, and availability would result in limited adverse effect on an agency’s operations, assets, or individuals.”
There’s an additional option called FedRAMP Tailored. It’s based on the same 156 controls as the Low impact level. However, the requisite number of security controls to be tested and verified is lower. The provider only has to focus on the relevant requirements. It’s for “Low-Impact software as a service (SaaS) applications that do not store personal identifiable information (PII) beyond what is generally required for login capability (i.e. username, password, and email address).” It’s also known as LI-SaaS.
The FedRAMP Joint Authorization Board recently approved new baselines (Rev. 5) to correspond with Special Publication (SP) 800-53 Rev. 5 Catalog of Security and Privacy Controls for Information Systems and Organizations and SP 800-53B Control Baselines for Information Systems and Organizations. These are both publications from the National Institute of Standards and Technology (NIST).
The transition strategy to Rev. 5 went into effect on May 30, 2023. All cloud service providers should now have started the transition process.
Source: FedRAMP Baselines Rev 5 Transition Guide
Keep in mind that achieving FedRAMP compliance is not a one-off task. Remember the Monitoring stage of FedRAMP authorization? That means you’ll need to submit regular security and vulnerability assessments and reports to ensure you stay FedRAMP compliant.
You’ll also need to stay aware of FedRAMP updates, like the recent transition to Rev. 5. You might also need to undergo additional assessments when baselines change.
Examples of FedRAMP-certified products
There are many types of FedRAMP-authorized products and services. Here are a few examples from cloud service providers you know and may already use yourself.
Hootsuite
Hootsuite is an officially FedRAMP-authorized social media management dashboard. Several major government agencies use Hootsuite to achieve a range of federal objectives.
- the US Department of the Interior
- the Department of Education
- the General Services Administration
Source: FedRAMP Marketplace
For example, note the Ow.ly shortened link in this post from the General Services Administration. This indicates the Tweet was sent securely through Hootsuite:
🔋 The #InflationReductionAct was signed a year ago & @USGSA has started to put its $3.4B towards greening the nation’s federal footprint. Let’s #LeadOnClimate & get to net-zero 🌳
🔋: https://t.co/KZG9c3yrm3 pic.twitter.com/gxCzgcNww9
— GSA (@USGSA) August 31, 2023
Read more about how Hootsuite is the #1 trusted social media management tool for government agencies. Or book a free, no-pressure demo.
Amazon Web Services
There are two AWS listings in the FedRAMP Marketplace. AWS GovCloud is authorized at the High level. AWS US East/West is authorized at the Moderate level.
🔐 New! AWS Security Hub achieves FedRAMP High authorization to enable security posture management for high-impact workloads. https://t.co/6MWHmuhRTc pic.twitter.com/cWxMNpELEc
— AWS for Government (@AWS_Gov) April 5, 2021
AWS GovCloud has 49 authorizations and a whopping 718 reuse ATOs. AWS US East/West has 59 authorizations and 633 reuse ATOs. That’s far more than any other listing in the FedRAMP Marketplace.
Google Workspace
Google Workspace was authorized in 2021 through the JAB Authorization Process at the High Level. It has 14 authorizations and 284 reuse ATOs.
We’re proud to announce #GoogleWorkspace has earned FedRAMP High authorization and key @GoogleCloudTech services are now IL4 authorized. Learn more about how we’re supporting the security and compliance needs of our customers at the #GoogleGovEduSummit ↓ https://t.co/HdiH1Xg9ov
— Google Workspace (@GoogleWorkspace) November 3, 2021
Adobe Analytics
Adobe Analytics was authorized in 2019. It is used by the Centers for Disease Control and Prevention and is authorized at the LI-SaaS level.
Adobe actually has several products authorized at the LI-SaaS level. (Like Adobe Campaign and Adobe Document Cloud.) They also have a couple of products authorized at the Moderate level:
- Adobe Connect Managed Services
- Adobe Experience Manager Managed Services.
- Adobe Acrobat Sign for Government
Remember that it’s the service, not the service provider, that gets authorization. Like Adobe, you might have to pursue multiple authorizations if you offer more than one cloud-based solution.
Slack
Authorized in May 2020, Slack has 11 FedRAMP authorizations and 142 reuse ATOs. The product is authorized at the Moderate level. It’s used by agencies including:
- the Cybersecruity & Infrastructure Security Agency
- the Federal Trade Commission
- the United States Census Bureau
Slack originally received FedRAMP Tailored authorization. Then, they pursued Moderate authorization by partnering with the Department of Veterans Affairs.
Slack calls attention to the security benefits of this authorization for private sector clients:
“This latest authorization translates to a more secure experience for Slack customers, including private-sector businesses that don’t require a FedRAMP-authorized environment. All customers using Slack’s commercial offerings can benefit from the heightened security measures required to achieve FedRAMP certification.”
Zendesk
Authorized in May 2020, Zendesk is used by agencies including:
- the Federal Communications Commission
- the Federal Reserve System
- the General Services Administration.
The Zendesk Customer Support and Help Desk Platform has Li-Saas authorization.
Zoom
Zoom achieved Moderate authorization in July 2023 through the JAB Authorization Process. It has 43 authorizations and 42 reuse ATOs.
Some of the agencies currently using Zoom are:
- The Centers for Disease Control and Prevention
- The Department of Agriculture
- The Department of State
- The U.S. Marine Corps
To gain FedRAMP authorization, Zoom created a specific offering called the Zoom for Government Platform that is operated only by U.S. persons. Specifically, “the Zoom for Government platform leverages the U.S.-based AWS GovCloud infrastructure and U.S.-based co-located data centers.”
Hootsuite is FedRAMP authorized. Government agencies can now easily work with the global leader in social media management to engage with citizens, manage crisis communications, and deliver services and information via social media.
See why Hootsuite is the #1 social media tool for government. Engage citizens, manage crises, and reduce risk online.
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Scheduling Tweets (Xeets?) can be a game-changer for your brand.
It’s hard enough coming up with witty one-liners, hot takes on current events, or smart replies on a regular basis–but actually having to log in and post them at the right intervals? Talk about a headache.
By auto-scheduling your content in advance, you can send out viral Tweets for days (or weeks) without lifting a finger.
Here’s how to do it, and why you should.
Bonus: Download the free 30-day plan to grow your Twitter following fast, a daily workbook that will help you establish a Twitter marketing routine and track your growth, so you can show your boss real results after one month.
How to schedule Tweets: 3 methods
There’s more than one way to bake a cake, and the same is true for scheduling Tweets.
Here are some of the best methods for scheduling your Tweets using Hootsuite and Twitter.
1. On X (formerly Twitter)
The native Twitter scheduler lets you quickly and easily schedule Tweets from the platform itself. You can schedule both organic and promoted Tweets up to a year in advance.
The network’s native scheduler is a little basic, and you’ll be limited to scheduling only on Twitter. But, if that’s right for your business, here’s how to get it done.
Step 1. Log into Twitter Ads
To schedule a Tweet using the Twitter platform, start by logging in to ads.twitter.com.
If you don’t already have a Twitter Ads account set up, you’ll need to add a credit card and billing address to get started.
Step 2. Go to Creatives and then Tweets
Next, choose the Creatives from the drop-down menu at the top of the page, and then choose the Tweets tab.
Here, you can see scheduled Tweets and past Tweets.
Step 3. Schedule a new Tweet
Now, click on New Tweet in the top right corner. You’ll be redirected to the Tweet Composer, where you can create your Tweet. Add your copy, photos, and videos here.
Step 4. Choose promoted or organic
At the bottom of the Tweet Composer, you’ll see a box for Promoted only. If you want your Tweet to be seen only by users targeted in a Promoted Ads campaign, select this box. If you want your Tweet to be seen organically, make sure it’s unchecked.
Step 5. Schedule your Tweet
Once your settings are all set up, click the drop-down next to the Tweet button at the top right of your screen. Choose Schedule, then select the date and time you’d like your Tweet to go live.
From here, you can either schedule this single Tweet, or click the Create another box to the left of the Schedule button to keep drafting more Tweets.
2. With Hootsuite
For brands looking for a more comprehensive Tweet scheduler, a social media management tool like Hootsuite offers bulk scheduling, best time to post features, plus the ability to post to multiple social media accounts at once. (With Hootsuite, you can also schedule posts to Facebook, Instagram, LinkedIn, TikTok, YouTube, and Pinterest.)
Here’s how to schedule Tweets with Hootsuite.
Step 1: Click on the Composer icon
When you’ve logged into your Hootsuite account, click the pen icon in the left-hand menu. Then, click Post.
Step 2: Choose your account
You might have multiple Twitter accounts connected to Hootsuite. So, select the one you want to publish to before drafting your post.
Step 3: Draft your post
Start drafting your post in the composer window.
Here, you can add photos, videos, captivating copy, mentions, hashtags, location data, emojis, and more. You can also shorten links and add UTM parameters to help track the performance of your posts.
Plus, use Hootsuite’s new OwlyWriter AI feature to create AI-assisted Tweets directly in your Hootsuite Composer.
Step 4: Schedule your Tweet
Once your Tweet is drafted and ready to schedule, choose the Schedule for later option in the bottom left corner.
Here, you can manually set a date and time for the post to go live. Or, choose from Hootsuite’s best time to post recommendations.
Then, click Schedule, and you’re done!
3. With Hootsuite Mobile
Wondering how to schedule tweets on mobile? Here’s how to do it with Hootsuite.
Step 1. Log into the Hootsuite App
Download and launch Hootsuite’s mobile app on your iOS or Android device. Then, log in using your existing credentials.
Step 2: Click Compose
Once you’re in, click the Compose icon. This is where you’ll draft your post.
Step 3: Choose account and content
Select the Twitter account you’d like to post to, then start drafting your post. Add copy, links, photos, videos, and more.
Step 4: Schedule your Tweet
When you’re done composing the Tweet, tap on Next in the top right of your screen.
A pop-up will appear. Here, you can either Auto schedule Tweets (meaning Hootsuite will choose the best date and time for your post to go live). Or, you can Custom schedule (meaning you the set date and time manually).
Once you’ve made your selection, click Ok, and that’s it! Your Tweet is now scheduled to go live at the specified time.
Benefits of scheduling Tweets
Scheduling Tweets saves you time so you can focus on creating content and engaging with your followers.
Here are a few more reasons you should be scheduling your Tweets.
- Time-saving: Social media managers know just how much time it can take to post on Twitter day in and day out. Scheduling Twitter posts helps you avoid those long hours spent manually posting so you can focus on more interesting or creative tasks.
- Engagement: Ensure your content reaches the largest audience possible by setting it to post during peak engagement times.
- Consistency: Scheduling Tweets is a great way to establish trust with followers and maintain consistency in your brand.
- Targeting: Got a large, global audience? Tweet scheduling is key for targeting customers in different time zones and countries.
- Productivity: It’s easier to stay inspired, organized, and productive with a batch-scheduling system that lets you work on Tweets in advance and let them post at the optimal times.
6 tips for scheduling Tweets
Now that you know the ins and outs of scheduling Tweets, here are some bonus tips to make sure you get the most out of your Twitter presence.
1. Post at the best time
Different brands have different audiences who are active at different times. Using a Twitter scheduling tool to line up your Tweets in advance lets you test the waters and find out what times of day bring you the most engagement.
Then, you can use those insights to optimize your posting schedule and get the most out of every Tweet.
2. Give yourself time to edit
Social media moves fast, and sometimes, the Tweets you scheduled days ago can be out of touch by the time they go live.
That’s why giving yourself some leeway is important when scheduling Tweets. With Hootsuite, you can edit Tweets even after they’ve been scheduled, so you can keep your content up-to-date even when it’s on autopilot.
Set aside time each week to review any scheduled Tweets and make any necessary edits—this way, you can be sure that your content is always as accurate and fresh as possible.
3. Send to your team for approval
Collaboration is a cornerstone of effective social media management. This is especially true for large teams, or those working in highly regulated industries.
Tweet schedulers like Hootsuite let you easily send Tweets to teammates, stakeholders or other decision-makers for approval before they go live.
You can even set up custom user roles for different permissions based on your team structure.
Learn more about social media for healthcare, legal, education, and banking teams here.
Social media managers hyping each other up >>> pic.twitter.com/tRZoDoS4QZ
— Hootsuite 🦉 (@hootsuite) July 11, 2023
4. Link it up
Want to drive even more traffic back to your website? Or see how popular your latest influencer-driven Twitter campaign is with new fans?
Use trackable URL shorteners like Hootsuite’s Ow.ly link shortener in your Tweets so you can see how many people are clicking through.
Plus, with clean, shortened links, you’ll have more character count to work with when crafting your Tweet copy.
These prompts = High-quality AI art 😎 https://t.co/G7dQPZONXt
— Hootsuite 🦉 (@hootsuite) July 12, 2023
5. Turn off scheduled posts during emergencies
Social media crises happen, even to the best-intentioned brands. Thankfully, Hootsuite’s Pause Scheduling button lets you pause all scheduled Tweets with one click so you can manage your social media crisis effectively.
This way, you won’t have to worry about outdated or irrelevant content going out during a difficult time—giving you one less thing to worry about in an emergency.
6. Track, analyze, and optimize
Tweet scheduling platforms like Hootsuite also offer integrated analytics tools so you can track the performance of your Tweets, monitor what’s trending in your industry, and gain insights for future campaigns.
Social listening tools like Hootsuite Insights also let you track mentions of keywords, brands, and hashtags over time, giving you an even deeper look into what’s working and what isn’t.
Use these insights to optimize your future Tweets and stay on top of industry trends.
FAQs about scheduling Tweets
Does Twitter allow you to schedule tweets?
Yes, you can schedule Tweets directly in Twitter (now X) using the Twitter Ads Manager. Keep in mind, you won’t be able to post to multiple accounts from one place.
What is the best app to schedule tweets?
Hootsuite is the best app to schedule Tweets, with its industry-leading bulk uploads, the best time to post feature, and the ability to post to multiple social media accounts at once. Not to mention, AI Tweet-writing features, advanced analytics and reporting, and the one-click Pause Scheduling button for emergencies.
Use Hootsuite to execute your Twitter marketing plan alongside all your other social media activity. From a single dashboard you can monitor your competitors, grow your followers, schedule Tweets, and analyze your performance.
Do it better with Hootsuite, the all-in-one social media tool. Stay on top of things, grow, and beat the competition.
Struggling to keep on top of all the different social media video specs? We were, too.
Social platforms change like the tides, with algorithms and best practices updating constantly. That’s why we’ve made it our mission to be the go-to resource for all things social media, including up-to-date social media video specs.
Read on to find the most recent video specifications for each of the most popular social platforms.
Bonus: Want to know how a viral social video creator makes millions of dollars in sales? Download the free guide now.
Facebook video specs
Optimizing video content for Facebook is tricky, mainly because of the many different ways it delivers video to its users.
When you buy a video ad on Facebook today, it could appear in dozens of different formats (in someone’s mobile news feed, in the sidebar on the desktop version of Facebook, or even in someone’s inbox on Facebook Messenger). And you also have to know what Facebook’s upload limit is for videos, among other things.
It pays to become familiar with the varieties of Facebook videos and to find a delivery format that matches your campaign goals. Find the Facebook video resolution and specs you need below, or check out the help page.
Regular Facebook feed video
Recommended resolution: 1080p or less. Upload the highest-resolution video available that meets file size and ratio limits.
Landscape and Portrait dimensions: 1280 x 720
Minimum width: 1200 pixels
Supported aspect ratios: 16:9 (Landscape) to 9:16 (Portrait), and 16:9 (Portrait video with a link)
Mobile aspect ratio: Renders all video to 2:3
Recommended characters: 90, with link
Headline max: 25, with link
Link description: 30, with link
Length: Videos can be up to 240 minutes long
Size: Up to 10 GB large
Frame rate: Maximum frame rate of 30fps.
Tips: For best results, Facebook recommends uploading videos in .MP4 and .MOV format (see a full list of supported file formats here).
Resource: How to Use Facebook Live Video: A Guide for Marketers
Facebook Reels
Recommended resolution: At least 500 x 888 pixels
Recommended aspect ratio: 9:16
Recommended video format: .MP4, .MOV
Video captions are recommended for those who watch with the sound off
Image via this Facebook Reel
Facebook 360 video
Maximum Facebook video dimension: 5120 by 2560 pixels (monoscopic) or 5120 by 5120 pixels (stereoscopic)
Supported aspect ratios: 1:1 (stereoscopic) or 2:1 (monoscopic)
Recommended format: .MP4 or .MOV format
Size: up to 10GB
Length: up to 30 min
Recommended frame rate: 30fps
Tips: If the camera you recorded your video on automatically includes 360 video metadata with the video file, you can upload the video like you would any other video. If it doesn’t, click on the ‘Advanced’ tab when uploading to bring up Facebook’s ‘360 controls’ tab, which will let you convert unformatted footage into a 360 video.
With many social media video sizes and longer durations (Facebook included), you may experience longer processing times.
Image via Facebook — click through to check out the 360 video!
Facebook in-stream video ads
Recommended resolution: 1080 x 1080
Recommended size: 16:9 ratio recommended (landscape) or 1:1 (square). Upload the highest-resolution video that meets file size and ratio limits.
Video format: Recommended .MP4 or .MOV format
Maximum file size: 4GB
Maximum length: 240 minutes
Maximum frame rate: 30fps
Recommended characters: 125
Recommended headline: 27
Link description: 27
Tips: For in-stream ads, Facebook recommends uploading the “highest resolution source video available without letter or pillar boxing.” Facebook provides an exhaustive list of aspect ratios and features available for each ad type.
Facebook Messenger video ads
Recommended resolution: 1280 by 628 pixels
Supported aspect ratios: 9:16 to 16:9
Recommended time length: 15 seconds
Resource: Facebook Messenger Ads: How the Pros Get Results
Facebook carousel video ads
Recommended size: 1080 by 1080 pixels (1:1 aspect ratio)
Recommended video format: .MP4 or .MOV
Maximum length: 240 minutes
Maximum frame rate: 30fps
Maximum file size: 4GB
Recommended characters: 125
Recommended headline: 27
Resource: Carousel Ads: How and Why They Work (+ Examples)
Tips: Carousels let you showcase up to 10 images or videos in one ad without having the user navigate to a new page. For best results, use a pixel square (1:1) video.
Facebook Collection cover video
Recommended resolution: 1080 by 1080 pixels
Supported aspect ratios: 1:1
Recommended video format: .MP4 or .MOV
Maximum file size: 4GB
Maximum frame rate: 30fps
Maximum length: 240 minutes
Recommended characters: 90
Headline max: 25
Link description: 30
Tips: Collections make it easier for users to browse and purchase products directly in the Facebook feed. Instant Experience is required to execute Collection ads, which provide a “full-screen landing page that drives engagement and nurtures interest and intent.”
Facebook Instant Experience (IX) video
Recommended resolution: 720p
Aspect ratio: 9:16 Portrait or Pillarboxed
Recommended video format: .MP4 or .MOV
Maximum file size: 4GB
Maximum length: 120 seconds (all videos combined)
Maximum frame rate: 30fps
Tips: Clicking on an IX ad immediately triggers a full-screen experience for your audience. You can use IX ads to create an instant online storefront, ads for customer acquisition, brand storytelling, or an instant lookbook, or you can build one from scratch, optimized to your goals.
Source: Facebook
Facebook slideshow ads
Aspect ratio: 16:9 (landscape) , 4:5 (vertical), 1:1 (square)
Maximum size: 4 GB
Recommended video format: .MP4 or .MOV
Maximum length: 15 seconds for the entire slideshow
Tips: Slideshow ads, designed for audiences with slower internet access, let you transform a series of 3-10 images and a sound file (supported formats: WAV, MP3, M4A, FLAC, and OGG) into a video ad.
For best results, Facebook suggests using the highest quality images possible, all the same resolution (ideally an image ratio of 16:9, 1:1, or 2:3). If you use different sizes, the slideshow will be cropped to be square.
Source: Facebook
Facebook Story ads
Recommended resolution: 1080 by 1080
Aspect ratio: 1.91 to 9:16
Recommended characters: 125
Maximum file size: 4 GB
Recommended video format: .MP4 or .MOV
Recommended length: 15 seconds, but you can split a longer video into 2 or 3 separate Stories cards so your audience can get the full story
Resources: How to Use Facebook Stories for Business: The Complete Guide
Tips: Since Stories only last for a couple of seconds, spend time developing the first few seconds of your ad to really grab your audience’s attention.
Source: @lamoda on Instagram
Instagram video specs
Instagram supports three kinds of video: square (1:1), vertical (9:16 or 4:5) and landscape (16:9).
Pro tip: Square videos are best for both desktop and mobile users. They take up more room in user’s feeds than horizontal videos, but don’t crowd the entire screen like vertical videos do.
Instagram has 1.4 billion daily active users, so let’s get your video uploading on point! Oh, and get your Instagram video creation on point, too.
Instagram in-feed video and ads
In-feed landscape video:
- Recommended resolution: 1080 by 1080
- Aspect ratio: 16:9
- Maximum file size: 4GB
- Recommended video format: .MP4 or .MOV
- Maximum video length: 120 seconds
- Frame rate: 23-60 fps
In-feed square video:
- Recommended resolution: 1080 by 1080
- Aspect ratio: 1:1
- Maximum file size: 4GB
- Recommended video format: .MP4 or .MOV
- Maximum video length: 120 seconds
- Frame rate: 23-60 fps
In-feed vertical video:
- Recommended resolution: 1080 by 1080
- Aspect ratio: 4:5
- Maximum file size: 4GB
- Recommended video format: .MP4 or .MOV
- Maximum video length: 120 seconds
- Frame rate: 23-60 fps
Recommended characters: 125
Source: Instagram @Halara_official
Instagram Stories
Recommended resolution: 1080 by 1920
Aspect ratio: 9:16
Maximum file size: 4GB
Recommended video format: MP4 or .MOV
Maximum video length: 15 seconds
Frame rate: 23-60 fps.
Psst, it’s time for a shameless plug: Did you know you can schedule your Instagram Stories directly from the Hootsuite platform?
Instagram Story ads
Recommended resolution: 1080 by 1920
Aspect ratio: 9:16
Maximum file size: 4GB
Recommended video format: .MP4 or .MOV
Maximum video length: 120 seconds
Resource: How to use Instagram Stories like a Pro
Tips: These videos appear between Instagram user Stories for up to two minutes (or until dismissed) and take up the whole screen.
Source: Instagram @thedoersway
Instagram Reels
Recommended resolution: 1080 by 1920
Aspect ratio: 9:16
Maximum file size: 4GB
Recommended video format: .MP4 or .MOV
Video length: from 3 seconds and up to 15 minutes
Resource: Instagram Reels in 2023: A Simple Guide for Businesses
Instagram carousel video ads
Recommended resolution: 1080 by 1080
Aspect ratio: 1:1
Recommended video format: .MP4 or .MOV
Maximum length: 120 seconds
Maximum size: 4GB
Maximum frame rate: 23-60fps
Tips: Like Facebook carousels, Instagram carousels let you showcase between two and ten images or videos in one side-scrolling ad.
X (formerly Twitter) video specs
X, formerly known as Twitter, is known for its real-time updates on all things interesting.
Whatever industry you’re marketing for, you can be sure to find an audience on Twitter. You can also be sure that your audience wants to see video content, which is why, of course, your Twitter video dimensions need to be accurate.
Since it’s a mobile-first app, videos you shoot on your phone will upload with proper Twitter video resolution. But, if you’re sending out content from your desktop, be sure to double-check the bitrate against Twitter’s detailed guidelines.
X (aka Twitter) videos
Recommended resolution: 1280 by 720 (landscape), 720 by 1280 (portrait), 720 by 720 (square)
Twitter aspect ratio for video: 16:9 (landscape and portrait), 1:1 (square)
Maximum file size: 512 MB
Recommended video format: .Mp4 or .MOV
Maximum video length: 140 seconds
Maximum frames: 30 or 60 fps.
Character max: 280
Resource: Twitter Ads for Beginners: The 2023 Guide
It will take all of us coming together and doing what we can to help those in need in Maui and Lāhainā right now. I hope you’ll join me in donating to the Hawai’i Red Cross today: https://t.co/CPtVJ8fGSq pic.twitter.com/yvIDCG15MP
— Barack Obama (@BarackObama) August 15, 2023
TikTok video specs
TikTok, the short-form video platform that took the world by storm, generated nearly 500 million USD in revenue in the first quarter of 2023. Marketers who know how to work the app can skyrocket their brand popularity and sell more products or services.
TikTok makes it incredibly easy (and kind of addictive) to create and publish video content. You can check out the specs you need to know below and find more on TikTok for business.
TikTok in-feed content (organic)
Dimensions: 1080 by 1920
Recommended aspect ratio: 9:16
Maximum video size: 287 MB
Recommended video formats: .MP4 or .MOV
Maximum length: 10 minutes
Character max: 2,200
Resource: How to Make a TikTok Video: Everything You Need to Know
Tips: Organic content ranks on the For You Page due to its popularity with viewers. Try to increase your likelihood of ranking by performing TikTok SEO (don’t worry, it’s only five easy steps).
@hootsuite talk about a mood kill 😑 #socialmediamanager #sociaediamarketing
TikTok in-feed content (ads)
Dimensions: 540 by 960, 640 by 640 or 960 by 540
Aspect ratio: 9:16, 1:1, or 16:9
Maximum video size: 500 MB
Accepted video formats: .MP4, .MOV, .MPEG, .3GP, .and AVI
Accepted length: 5 – 60 seconds
Character limit for ad description: 12-100
Resource: How to Make Great TikTok Ads: The Complete 2023 Guide
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Snapchat video specs
If you’re trying to reach a younger crowd, try Snapchat. The disappearing-video app is still active with certain generations, and it’s well-optimized for video sharing.
Discover more on video ads from Snapchat’s Business Center.
Snapchat single video
Recommended resolution: 1080 by 1920
Aspect ratio: 9:16
Maximum file size: 32MB
Accepted video formats: .MP4 and .MOV.
Video length: between 3 and 10 seconds
Resource: Snapchat for Business: The Ultimate Marketing Guide
Tips: Snapchat is about sharing moments among friends and having fun. Don’t treat your organic Snapchat strategy too seriously; give your viewers a look at what goes on behind the scenes with your brand.
Snapchat long-form video ad
Recommended resolution: 1080 by 1920
Aspect ratio: 9:16 or 16:9
Maximum file size: 1GB
Accepted video formats: .MP4 and .MOV.
Video length: 3 to 180 seconds
Tips: The Snapchat long-form video ad is what users see between Snap stories.
YouTube video specs
YouTube has long been the video juggernaut of the internet. And that’s exactly why you need to have your YouTube video resolution and YouTube video sizes on point.
See more of the ins and outs of YouTube video specs on the help page, or grab your must-know specs below.
YouTube video player
Recommended resolutions: 426 by 240 (240p), 640 by 360 (360p), 854 by 480 (480p), 1280 by 720 (720p), 1920 by 1080 (1080p), 2560 by 1440 (1440p), and 3840 by 2160 (2160p)
Aspect ratio: 16:9 and 4:3 (YouTube adds pillarboxing if 4:3)
Maximum file size: 128GB (unless it’s more than 12 hours)
Maximum video length: 12 hours
Accepted video formats: .MOV, .MPEG4, MP4, .AVI, .WMV, .MPEGPS, .FLV, 3GPP, and WebM
Tips: YouTube encourages its users to upload videos that are “as close to the original, high-quality source format as possible.” Videos should be uploaded in their native aspect ratios and should never include letterboxing or pillarboxing bars since YouTube “automatically frames videos to ensure that they are displayed correctly, without cropping or stretching, regardless of the size of the video or player.”
YouTube provides a full list of recommended bitrates for YouTube uploads here, and a full list of supported file formats here.
YouTube video ads
There are four main types of YouTube video ads, and besides the length of the video, they all share the same specs as the YouTube video player above.
Skippable video ads: Maximum length of 12 hours, skippable after 5 seconds
Unskippable video ads: Maximum length of 15 or 20 seconds (depending on region)
Bumper video ads: Maximum length of 6 seconds
Mid-roll Video Ad: Played mid-view, this ad only appears in content that is longer than 8 minutes. Mid-rolls can be skipped after 30 seconds.
Resource: The Complete Guide to YouTube Ads for Marketers
YouTube Shorts specs
Recommended resolutions: 240 by 426, 360 by 640, 480 by 854, 720 by 1280, 1080 by 1920, 1440 by 2560, and 2160 by 384
Aspect ratio: 9:16
Maximum video length: 60 seconds
Accepted video formats: .MOV, .MPEG4, MP4, .AVI, .WMV, .MPEGPS, .FLV, 3GPP, and WebM
YouTube music length: If you pull music from the YouTube library, it’s limited to 15 seconds.
Title character limit: 100 characters
Resource: How to Make YouTube Shorts: Everything You Need to Know and How to Make Short-Form Videos that Stand Out
LinkedIn video specs
LinkedIn videos gain an average of three times the engagement of text-based posts. When video content is that effective at engaging an audience, you can be sure the algorithm will reward it.
See LinkedIn’s official video specs here.
Aspect ratio: 1:2.4 to 2.4:1
Maximum file size: 5GB
Video length: between 3 seconds and 10 minutes
Accepted video formats: .ASF, .AVI, .FLV, .MOV, .MPEG-1, .MPEG-4, .MP4, .MKV, and .WebM
Maximum frames: 10-60fps.
LinkedIn video ads
Landscape video resolution: 640 by 360 or 1920 by 1080
Landscape aspect ratio: 16:9
Square video resolution: 360 by 360 or 1920 by 1920
Square aspect ratio: 1:1
Vertical video resolution: 360 by 640 or 1080 by 1920
Vertical aspect ratio: 9:16
Maximum file size for all resolutions is 200 MB
Recommended video format: .MP4
Video length: 3 seconds to 30 minutes
Maximum frames: less than 30fps
Pinterest video specs
If you have a business account on Pinterest, you can upload advertising videos. Since your pinning audience is largely heading to the platform to discover new products, they’re receptive to advertisements. And product-related videos are proving to be popular with at least a quarter of all internet users.
By the way, if you want to create videos without having a business account, you can create Idea Pins, which feature video clips.
See Pinterest’s full spec sheets here.
Aspect ratio: 1:1 (square) or 2:3, 4:5 or 9:16 (vertical)
Maximum width video required aspect ratio: 1:1 (square) or 16.9 (widescreen)
Maximum file size: 2 GB
Video length: from 4 seconds to 15 minutes
Accepted video formats: .MP4 and .MOV.
Character title max: 100
Character description max: 500
Resource: Pinterest Ads: A Simple Guide for 2023
Source: Pinterest
Video sizes vary depending on the social media platform in question. Be sure to look up the recommended size and resolution of your platform before uploading your video.
The most commonly recommended minimum video bitrate is 5,000 kbps, but you should look up your platform-specific recommended bitrate.
The best aspect ratio for social media video varies based on the platform’s requirements, but they are often 16:9, 4:3, and 1:1.
Should I use 4:5 or 9:16 for Instagram video?
Landscape aspect ratio is 16:9, and vertical aspect ratio is 4:5 for Instagram. Instagram also has a square aspect ratio of 1:1. Which one you use may depend on your content, but many marketers have found success with the square aspect ratio.
A 9:16 social media video size is typically 1080 by 1920 pixels in resolution.
The most popular video format for social media is either .MOV or .MP4.
The ideal length depends on the platform and your audience’s attention span, but we dive into the details in the blog How Long Should a Social Media Video Be? Tips for Every Network.
Save time managing your social media presence with Hootsuite. From a single dashboard you can publish and schedule posts, find relevant conversions, engage the audience, measure results, and more. Try it free today.
With files from Nick Zarzycki and Michelle Cyca.
Do it better with Hootsuite, the all-in-one social media tool. Stay on top of things, grow, and beat the competition.
We get it: no one likes to put labels on things. (Though… that is your girlfriend, right?) But it’s pretty important to define the important role of community manager on your marketing team.
Community managers are the all-stars responsible for fostering engagement, building relationships, and maintaining the integrity of online communities.
In the mile-a-minute world of social media, they are the crucial bridge between brands and audiences.
And while community management may not always be the easiest task, it’s an impactful one that brings value both to brands and the people who love ‘em.
So it’s time to clearly define, explore, and, yeah, celebrate the humble community manager label. Today, we’re breaking down exactly what a community manager does (and how they differ from social media managers), and what the future holds for this thrill-a-minute position.
Are you paid enough?
Download our Social Media Career Report for stats on social media manager salaries, benefits, job satisfaction, mental health, and more.
A community manager is the caretaker of a brand’s online presence, the “digital custodian,” if you will.
Community managers are responsible for curating and nurturing communities around a brand, product, or cause. They’re the party hosts with the most, there to strategically make sure everyone’s having a good time.
If you’re here on this social media strategy blog, you’re probably most interested in community management for platforms (like Facebook, Instagram, or Twitter/X), but online communities can also live on forums or blogs.
Wherever your fan community hangs online, a skilled community manager understands the interests and needs of that community, engages with members, and ensures that it remains a positive and productive space. In other words, community managers are guardians of the vibe.
A community manager is in charge of responding to comments and DMs on social media. They’ll provide answers to questions and offer customer support.
They may also be proactive about fostering a sense of community on a social media platform: crafting content that prompts responses or conversations, coordinating contests, or producing other interactive content.
The goal, overall, is to build both the engagement rate and your customer loyalty. (No pressure.)
The less fun aspect of the job is moderating and dealing with any issues or troublemaking trolls — in a polite and professional way that upholds your brand’s values, of course.
Community manager vs. social media manager
Community managers and social media managers work side by side to make a brand’s social media presence the best it can be. But their focus is pretty different.
A community manager’s focus is to build relationships within online communities. They create, curate, and moderate content specifically designed to engage followers.
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Community managers answer questions, review comments and DMs, and resolve issues to keep the community vibrant (and ideally harmonious).
On the other hand, a social media manager will concentrate on executing the overall content plan. That means crafting and scheduling posts, advertising, and analyzing metrics to enhance brand awareness on social platforms.
A successful community manager will possess a variety of skill sets, such as…
Excellent communication
Are you responsive and talented at expressing the right tone? Are you known for your top-notch communication skills? This might just be the job for you.
You’re gonna be typing up a storm in this role, so the ability to clearly express yourself (and the voice and values of the brand) is absolutely essential.
But communication isn’t just an important skill to have to connect with the community. You should also be able to clearly communicate with the internal team about what exactly is happening online at any given moment.
Problem-solving
A community manager doesn’t just spend all day swappin’ memes and running contests. Sometimes, they have to deal with issues and conflicts (uggggh).
Having the ability to problem-solve effectively and efficiently is super important. You’ll have to navigate all sorts of surprising situations with grace and professionalism and be adept at finding solutions that satisfy community members and align with the brand’s values.
Bonus: Save time and download 20 free, customizable Instagram DM templates for your brand, including greetings, partnership requests, FAQ responses, replies to complaints, and more.
Empathy
A good community manager is patient and kind. After all, the job really is about being a good pal and making your followers feel both welcome and heard. Understanding the needs, concerns, and emotions of community members is crucial for building trust and rapport.
Moderation
As important as it is to be a shoulder to cry on, sometimes, a community manager needs to lay down the law.
Without moderation, a comments section can quickly turn into a toxic free-for-all. Strong community management requires a little bit of enforcement — managers need to follow through on any community guidelines and policies to help ensure these online spaces feel welcoming and safe for all their fans.
Analysis
Some of these “skills” are definitely on the softer side, but having an analytic brain is important for successful community management, too. What’s working? What’s not? How can success be quantified? Community managers should be able to thoughtfully analyze engagement metrics via tools like Hootsuite Analytics in order to refine their strategies and measure their impact.
Obviously, a community manager’s job description can vary wildly, depending on the industry and company size. That being said, a community manager’s role typically includes responsibilities like:
- Developing and implementing community engagement strategies
- Moderating discussions and content
- Responding to community inquiries and feedback
- Collaborating with marketing and support teams
- Analyzing data to assess community engagement
If you’re creating a community manager job description for a job posting, you might want to seek out a candidate with an education in online marketing or marketing communications, but a degree certainly isn’t necessary for success in this role. It’s more important to find someone who can demonstrate skills like communication, problem-solving, and analytical thinking.
Like any position, the salary for a community manager varies by location, work experience, and industry. According to Glassdoor, in the United States, entry-level community managers can earn anywhere from $41,000 to $65,000 per year.
Of course, professionals with more experience or those working for large companies could earn even more, with some online community managers on Glassdoor reporting annual salaries of $115,000.
For more details on salaries in the social media marketing industry, including salaries for community management roles, download our Social Media Career Report for 2023.
Are you paid enough?
Download our Social Media Career Report for stats on social media manager salaries, benefits, job satisfaction, mental health, and more.
To evaluate a community manager’s performance, consider the following metrics:
- Engagement rate (likes, comments, shares)
- Growth in community size
- Response time to community inquiries
- Net promoter score (NPS) from community members
- Sales conventions
Ultimately, a community manager should be evaluated on metrics that align with your brand’s overall social media goals. If growing your community size isn’t important to your business objectives, it doesn’t really make sense to focus your time and attention on racking up the follows, right?
Like everything else in the social media landscape (RIP, Nexopia), the role of a community manager has evolved significantly over the past decades.
Initially, the role of a digital community manager was to respond to comments, monitor social channels for negative sentiment, and moderate content. Today, a community manager is expected to practice strategic planning, customer service, and data analysis, too. It’s about going beyond being reactive and being proactive, intentionally encouraging engagement and building loyalty along the way.
We’re at an interesting time in Internet History, with this new influx of accessible AI technology. The future of community management will likely be shaped by this sort of automation. It’s possible chatbot technology will take a big leap forward in the next few years to provide even richer, multi-platform customer support that goes beyond answering FAQs.
But while AI can absolutely assist in data analysis, common questions, and routine tasks, we’re confident that a human touch will remain essential to quality community management. No matter how convincing AI may get, it’ll always take a real person to foster genuine connections and resolve complex issues for your (human!) community.
In the future, it’s likely the role will evolve, and we’ll see community managers handling the bigger-picture ideas. They might use AI to help with more mundane or repetitive community management tasks and spend their time practicing more strategic decision-making and deeper integration with overall business objectives.
But whether they’re working in the trenches or dreaming big, as technology advances, community managers will always continue to find new ways to connect, engage, and create meaningful experiences for their communities. Um, excuse me, are community managers both party hosts and heroes? The facts don’t lie.
Save time managing your social media presence with Hootsuite. From a single dashboard you can publish and schedule posts, find relevant conversions, engage the audience, measure results, and more. Try it free today.
Do it better with Hootsuite, the all-in-one social media tool. Stay on top of things, grow, and beat the competition.
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